KEY POINTS TO MARKETING
INTERNATIONALLY
Global Opportunities Conference
Appalachian State University
April 1st, 2011
International G.O.A.L.S- grace.goals@gmail.com
Why Market Internationally?
FACTS:
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The world is shrinking rapidly with the advent of faster
communication, transportation, and financial flows
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International trade is booming and accounts for 25% of U.S. GDP
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Global competition is intensifying
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Globalization is here now and in the future
International G.O.A.L.S- grace.goals@gmail.com
Why Market Internationally?
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To grow revenues by expanding beyond any existing domestic
market
To leverage the current growth of many foreign economies
To diversify business opportunities and increase client base
To tap into foreign markets with higher profit margins
To capitalize on efficiencies available to assist in exports/imports
To gain access to new markets and innovative business models
International G.O.A.L.S- grace.goals@gmail.com
Developing A Global Mindset
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Learn, understand and adapt to regional and cultural differences
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Keep up with current global trends, news and worldwide events
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Access business environment to analyze consumer demand
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Follow local exchange rates to determine competitiveness
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Research possible market entry restrictions and regulations
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Be ready to become flexible to accommodate new markets
International G.O.A.L.S- grace.goals@gmail.com
Marketing Internationally
Developing A Market Strategy
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Who is your target audience?
What is your market potential?
How will you reach them?
How will it vary by market/country?
What is your key message and selling point?
What is your timeline period to measure success?
International G.O.A.L.S- grace.goals@gmail.com
Marketing Internationally
Identifying Marketing Goals
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What is your range of market penetration?
What is the key message you will deliver?
How will you highlight your competitive advantage?
How will you encourage call to action?
How will you measure marketing effectiveness?
How will you determine your ROI?
International G.O.A.L.S- grace.goals@gmail.com
Marketing Internationally
Launching A Marketing Campaign
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Determine marketing/promotional budget
Plan clear goals and milestones
Rely on surveys and market research
Select a marketing mix of multiple promotional vehicles
Compare and negotiate best rates/terms
Adapt and “localize” message to individual target markets
Be aware of local laws and regulations
International G.O.A.L.S- grace.goals@gmail.com
Global Media Options
• Mobile Communications: The mobile phone market has
seen exponential growth in recent years.
• Internet: Internet use as a medium is replacing traditional
media. Social media outlets are a driving force globally.
• Radio: Radio continues to fill an important niche as a
source for entertainment and news.
• Television: Television remains a the dominant media
format globally, leading all other media formats.
• Newspapers & Magazines: Despite a general decrease in
circulation Newspapers and Magazines continue to be an
important source of news and information.
International G.O.A.L.S- grace.goals@gmail.com
E-Commerce Globally
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By 2014, global ecommerce spending is projected to increase more than
90 percent.
Although the US and Canada lead the world in ecommerce spending,
other countries are are increasingly shopping online
A sizable portion of that growth is expected to come from Latin America,
where the amount spent online is projected to more than double
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International G.O.A.L.S- grace.goals@gmail.com
E-Commerce
If these projections are accurate, annual ecommerce spending, in
billions for 2014 will be:
• North America $202.8
• Western Europe $166.5
• Asia-Pacific $93.2
• Latin America $27.1
• Eastern Europe & Russia $27.0
• Australia $4.9
• Africa & The Middle East $3.0
International G.O.A.L.SInternational
G.O.A.L.S-grace.goals@gmail.com
grace@gmail.com
Alternative Marketing Opportunities
Global Visibility & Market
Penetration Through:
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Direct Marketing Vehicles
Trade Shows and Missions
Interviews & Focus Groups
Sponsorships
Involvement in industry trade
organizations
– Use of government agencies
International G.O.A.L.S- grace.goals@gmail.com
Success in Marketing Internationally
• Determine and track metrics to adapt accordingly
– Review actual sales results vs forecast
– Review budget progression vs projected
• Measure ROI and Profitability
• 24/7 Commitment
– Deliver product/service on a timely
and efficient manner
– Provide excellence in customer support mechanisms
• Market, Market, Market
International G.O.A.L.S- grace.goals@gmail.com
THANK YOU
Grace Palacios-Will
CEO
International G.O.A.L.S.
Global Outreach and Local Successes
Grace.goals@gmail.com
International G.O.A.L.S- grace.goals@gmail.com